Director of Marketing and Public Relations

PRIMARY PURPOSE/SCOPE

The objective of the Director of Marketing and Public Relations is to contribute to the fulfillment of the goals of the Office of Institutional Advancement and to the overall vision and mission of Bluefield University through effective leadership of the Office of Marketing and Public Relations and proficient efforts to 1) increase public awareness of the school, 2) enhance the University’s image, market position and brand identity, and 3) cultivate positive, mutually beneficial relationships with the media, community, alumni, students, donors and friends.

This position is responsible for leadership of the Office of Marketing and Public Relations and supervision of the Website Coordinator and multiple student interns/work-studies. This position is also responsible for exercising discretion and independent judgment with respect of significant areas of marketing and public relations. The Director of Marketing and Public Relations reports directly to the Vice President for Adavancement & Marketing and tnd ultimately to the President of the University with functional relationships with members of the Institutional Advancement staff. This position is supported by the Director of Web Services, an Administrative Assistant for Institutional Advancement, and student interns/work-studies.

ESSENTIAL DUTIES, RESPONSIBILITIES, AND FUNCTIONS

The essential duties, responsibilities, and functions of the Director of Marketing and Public Relations include, but are not limited to, the following:

Increase public awareness and improve the market position of Bluefield University (its vision, mission, programs, students, events, news, alumni, accomplishments, etc.) through strong, mutually beneficial relationships with regional media and through the distribution of key, timely news releases that tell the Bluefield University story.

• Maintain periodic contact and communication with regional media representatives in order to cultivate relationships.
• Cover college events for publicity (pre-event and post-event); respond to requests for stories on individual accomplishments/news; and develop and distribute press releases on events, news and accomplishments to regional media outlets.
• Keep media informed of Bluefield Univesity news and events through the distribution of regular calendars of events, invitations, news bulletins, etc.
• Maintain a current regional media directory, including relevant contact information.
• Create and distribute press packets with important facts, accolades, and other general Bluefield University information on an annual basis to regional media
• Coordinate press conferences as needed/requested for major Bluefield University news.
• Coordinate an annual Media Appreciation Day with awards for outstanding journalists.

Increase public awareness, improve market position, and support student recruitment efforts for BU through the use of print, broadcast, outdoor, online and other advertisements with local, regional, and Christian media.

• Develop, implement, and evaluate an annual advertising plan/strategy with Bluefield University marketing and advertising leaders that will improve the overall image of the school and increase awareness Bluefield University/s distinctiveness.

Strengthen Bluefield University’s image, brand identity and market position by serving as a college-wide clearinghouse for all public relations and marketing material to ensure the accuracy, consistency and quality of Bluefield University’s marketing messages.

• Serve on the Bluefield University Marketing Committee, attend all strategic marketing planning meetings, assist with the creation and implementation of college marketing campaigns, and review all college marketing material to ensure quality and consistency
• Develop and maintain a Public Relations Policies Handbook and Brand Identity Guidelines to a) strengthen Bluefield University’s brand identity, b) communicate marketing standards, plans and programs, c) ensure the accuracy, consistency and quality of BU marketing messages and images, and d) outline marketing and visual identity policies and procedures for the University. This plan should be included in the Office of Institutional Advancement’s policies and procedures manual.

Increase public awareness and improve the market position of Bluefield University through the building of mutually beneficial relationships between the college and the community.

• Host at least two community promotional events each year.
• Maintain a current local community directory, including relevant contact information for civic clubs, schools, churches, and other groups.
• Keep community groups informed of Bluefield University news and events through the distribution of regular calendars of events, invitations, news bulletins, etc.
• Schedule monthly civic speaking opportunities for Bluefield University faculty and staff.
• Maintain and promote a Speakers Bureau as a community service component at Bluefield University

Increase public awareness, improve the overall image, and promote the activities, news, events, vision and mission of the University through the use of print publications.

• Design and distribute the annual alumni news magazine, Spire.
• Design and distribute the President’s Annual Report and Honor Roll of Donors.
• Design and distribute as requested other promotional publications, including but not limited to, print and electronic publications for fundraising, academic programs, Homecoming and other alumni reunions, and on- and off-campus events.
• Design and distribute an annual Speakers Bureau brochure.
• Design and distribute the monthly electronic newsletter
• Oversee the use of Bluefield University institutional visual identity pieces: letterhead and envelopes, business cards, and name badges.

Improve internal communication at the college in order to become a more effective, better informed institution.

• Oversee the school’s wireless emergency notification system, RamAlert.
• Communicate class delays/postponements to constituent groups.

Promote the University through the creation and use of online, social and multi-media resources (i.e. website, social media).

• Assist in overseeing the maintenance of the overall University website for currency, accuracy of information, and brand.
• Lead a Website Committee to evaluate quality, efficiency of the Bluefield College website.

Improve the efficiency of the Office of Public Relations and Marketing through consistent planning, professional development, and evaluation (i.e. workshops, seminars, surveys, tracking and other assessment devices).

• Complete annual internal (faculty, staff, students) and external (media, community, alumni) public relations performance evaluation surveys to gather feedback on the quality of public relations and marketing work.
• Maintain records indicating the frequency of Bluefield University’s presence in the local media.
• Participate in annual workshops, seminars, training, continuing education, and staff retreats for planning, evaluation and professional development.

REQUIRED QUALIFICATIONS AND EDUCATION/EXPERIENCE

• Master’s degree preferred, minimally BS/BA in communications, marketing, public relations, business administration, non-profit management, and/or commensurate experience.
• Minimum three years of experience working in the marketing, communications, and/or public relations field.

KNOWLEDGE, SKILLS, ABILITIES, AND EDUCATION/EXPERIENCE

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

• This position requires strong customer service, focus, and organization and time management skills. Professional demeanor with the ability to interface with internal and external customers with diplomacy and tact is essential.
• Strong written and verbal communication skills, an attention to detail, an aptitude for logical thinking, a commitment to professional ethics, and the ability to interact with development staff and with sensitive and confidential information is essential.
• Demonstrated ability to exercise discretion and independent judgement when necessary.
• Demonstrated ability to work in a team environment and meet goals in a timely manner is essential.
• Demonstrated ability to raise funds and generate resources.
• Skilled interpersonal relationship development and effective presentations.
• Ability to think collaboratively, strategically, and creatively.
• Ability to manage budgets and make sound financial decisions.
• Ability to apply highly developed organizational, analytical, and problem solving skills.
• Ability to prioritize and handle multiple tasks with concurrent deadlines.
• Willingness to travel for work, attend trainings, and professional development workshops.
• Experience with Microsoft Office products, relevant software systems, and Jenzabar, or other database systems knowledge is essential.

ERGONOMIC REQUIREMENTS

• Physical Demands

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. This position is not necessarily a physically demanding job and generally requires no specific physical demands other than those typical in a modern office environment. Normal responsibilities should not afford risks of accidental injury.

• Specialized Equipment Requirements

The use of specialized equipment listed here is representative of equipment an employee may encounter while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. This position requires equipment typically used in a modern office environment, including personal computers, calculators, copiers, and fax machines.

• Working Conditions and Environment

The work environment characteristics described here are representative of those an employee encounters while performing the duties, responsibilities, and functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the duties, responsibilities, and functions. This position has no specific working conditions; the work environment is typical to that of a small private residential institution of higher education, with physical remote site locations within 500 miles of the main campus in Bluefield, Virginia.

QUALIFICATION STANDARDS

The qualification standards of the Director of Marketing and Public Relations include, but are not limited to, the following:

• A Christian commitment and lifestyle that acknowledges a personal relationship with Jesus Christ and a personal commitment to the Christian purpose and mission of Bluefield University.

• Professional appearance and presentation in the working environment (including casual attire, particularly as pertains to information services and technology installation and infrastructure responsibilities).

PERFORMANCE STANDARDS

This position is subject to at least an annual evaluation based upon the job duties, responsibilities, and functions as set forth above.

APPROVALS

The job duties, responsibilities, functions, and requirements delineated above should not be interpreted as an all-inclusive list of same. Additional duties, responsibilities, functions, and requirements may be assigned as deemed appropriate. The University reserves the right to change or reassign job duties, responsibilities, and functions, or combine positions at any time. In accordance with the Americans with Disabilities Act, it is possible that requirements may be modified to reasonably accommodate disabled individuals. However, no accommodations will be made which may pose serious health or safety risks to the employee or others or which impose undue hardships on the University. Position descriptions are not intended as and do not create employment contracts. The University maintains its status as an at-will employer.

APPLICATION INSTRUCTIONS:

To apply for this position, please visit https://www.bluefield.edu/employment/ to complete the electronic staff employment application and upload the following:

• Letter of interest
• Resume or Curriculum Vitae
• Names and full contact information for at least three professional references
• Statement of Christian Faith

Hard copy application materials may be sent to Judy Pedneau, Director of Human Resources at Bluefield University, 3000 College Avenue, Bluefield, VA 24605, jpedneau@bluefield.edu.

Additional information about Bluefield University is available at www.bluefield.edu.

To be considered for this position, all application requirements listed above must be completed.

Bluefield University is a Christ-centered, multicultural learning community that values and seeks faculty and staff who represent diverse backgrounds and perspectives, are committed to diversity, work effectively with diverse populations, and engage others in ways that honor our rich cultural mosaic and biblical foundation.

Bluefield University is a private, not-for-profit institution affiliated with the Baptist General Association of Virginia. Bluefield University shall not unlawfully discriminate on the basis of race, color, national or ethnic origin, sex, disability, age, religion, genetic information, veteran or military status, or any other basis on which the University is prohibited from discrimination under local, state, or federal law, in its employment or in the provision of its services, including but not limited to its programs and activities, admissions, educational policies, scholarship and and loan programs, and athletic and other University-administered programs. This institution encourages women, minorities, veterans, and individuals with disabilities to apply.